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Biased language

Whilst possibly unintentional, biased language in job postings can, quite simply, be off-putting for applicants. When applicants read phrases such as 'a young company' or 'a high-energy environment', it might dissuade older workers from applying. It could indicate an unstructured environment where an employee is expected to juggle multiple priorities at the same time. 

Without realising it, we all use subtly gender-coded language, so be careful with male or female-coded words and descriptions in your recruitment drive. Whilst gender postings referring to attributes such as 'ambitious, independent, head-strong, assertive, dominant, outspoken, superior and confident' are less appealing to women, making them feel that they don't belong in the role or 'dependable, sensitive, collaborative, compassionate, empathetic, loyal and interpersonal' qualities are less appealing to men. 'Clean shaven' can also exclude candidates whose faith requires them to maintain facial hair. It also indicates that the position is for men only. 

According to an internal report from Hewlett-Packard, women typically only apply for jobs if they meet 100 per cent of the qualifications meaning that unconscious gender bias could deter women from applying to these jobs. In your job posting, consider eliminating non-essential requirements. Work hard to include gender-neutral job titles and avoid blatantly apparent terms such as salesman, handyman, doorman, barmaid and waitress.

Discriminatory language-based qualification requirements might disadvantage multilingual candidates, immigrants and people from different ethnicities with descriptors such as ‘strong English skills’ or ‘native French speakers’. Degree requirements might also signal that a company isn't good for neurodiverse professionals who learn or display knowledge differently than a formal education system allows. 

Red flags to watch out for:

• Fast-paced environment 
• Sense of humour
• Fun-loving
• Hustle and grind
• Must have a thick skin
• Like a family
• Young and energetic
• Work hard – play hard
• Digital native

Consider your post opener

It's becoming increasingly complex for job postings to stand out. It’s thought that candidates are looking at almost double the number of job postings for every application they make as they were from only two years ago. Today, job descriptions are more important than information about the company. The beginning of a job description carries more weight than the rest of the detailed sections. 

By creating a compelling introduction, candidates will decide in seconds whether or not they will continue to read the entire description. The 'hook' will describe what's in it for them. Use friendly terms and describe what's in it for them using personal details such as 'you' or 'your'; it will help candidates think, "Yes, that's me!". Information about diversity and inclusion, company culture and employee benefits are also key. Seeking a candidate's competencies over credentials increases a more diverse workforce and discovering the right person for the role.

Diversity and Inclusion 

There are plenty of indicators that employees are consciously quitting their roles and willing to take a pay cut to work for a company that shares their ethics and values, so it’s essential to embrace the growing demands that Gen Z and millennials are instilling in the modern workplace (see our previous blog on this subject). Companies are responsible for promoting diversity, so it’s essential to ensure that recruitment communications are unbiased, inclusive, and front of mind.

You'll create an attractive proposition for job seekers by highlighting your inclusive benefits, values, and diversity commitments. Make sure to include the salary range, company benefits, flexible work, holiday and sick leave and professional development opportunities. This allows you to let candidates know that they will be supported and encouraged to grow. You could include details about parental leave, flexible working practices and health insurance allowing candidates to understand your company values and that you are an equal opportunities employer.

As the world moves from a world health crisis to an economic one, employees want to feel stable and valued. Companies have to have that competitive edge. It's also essential to ensure that job postings welcome workers of all abilities. A report from Nuffield College cited that applicants from minority backgrounds send 60 per cent more applications than 'white' candidates. 

Final thoughts 

Company culture is by far the most important criterion candidates consider when applying for a job offer. By telling them how you can help them grow and be supported is key to encouraging them to work with you. Diversity and inclusivity make workplaces more creative, productive and successful, allowing different perspectives and backgrounds and more collaboration. There are economic and business benefits to employing diverse teams of people by encouraging innovation and entrepreneurial skills making inclusive companies better at problem-solving in the current problematic workplace market. Diverse and inclusive teams are more likely to attract and retain talented employees and better understand each other, customers and their needs, leading to better customer service and, ultimately, higher profit margins.

A diverse and inclusive team helps foster a culture of respect, appreciation and understanding, leading to a positive global workplace atmosphere and creating a positive and productive work environment where employees feel valued for their unique contributions.

Ensuring your job advert is considerate will attract a broader range of applicants and encourage people from diverse backgrounds to apply. Not only this, but it also sends a clear message that your organisation values diversity and is open to better creativity,  productivity and building a positive culture helping you build trust and loyalty with your teams and customers.